Seventh Generation revolutionizes laundry category

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NEW YORK — Seventh Generation has developed an ultra-concentrated liquid laundry detergent that is available in a 100% compostable bottle.

The company said the entire packaging system (fiber bottle, pouch, spout, cap) for its Natural 4x laundry detergent uses 66% less plastic than a typical 100-oz. 2x laundry bottle. Seventh Generation's Natural 4x laundry detergent, a nontoxic, biodegradable formula, is available in a 50-oz. (66 loads) size and two scents: Free and Clear, and Geranium Blossoms and Vanilla.

In related news, Seventh Generation also introduced a natural hand wash, available in fresh citrus and just clean varieties, which are purely plant-derived cleansers, the company said. The packaging for the product is made of 80% post-consumer recycled plastic.